In this episode, we explore the world of B2B product marketing with Jonathan Davies, the Product Marketing Lead at Happeo, an intranet platform designed to boost employee engagement and productivity. With over a decade of experience in B2B marketing, Jonathan shares his insights on understanding customers, crafting compelling messaging, and fostering a strong company culture.
Throughout our conversation, Jonathan emphasizes the importance of in-depth customer research, explaining how it enables marketers to develop messaging that resonates with their target audience. He discusses the differences between B2B and B2C marketing, highlighting the need for a thorough understanding of customer pain points, goals, and decision-making processes in the B2B space.
Jonathan also digs into the role of company culture in shaping customer interactions, sharing how Happeo redefined its core values to prioritize exceeding customer expectations. He offers practical advice on crafting concrete company values that guide decision-making and align with the organization's goals.
Additionally, Jonathan shares his favorite testing methods, including preference tests and A/B tests, to optimize messaging and improve conversion rates. He also discusses the importance of balancing quantitative and qualitative data to gain a comprehensive understanding of customers.
Enjoy!